The future of brands as media
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Transcript of The future of brands as media
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@gdecugis
The future of brands as media
Guillaume DecugisCo-Founder & CEO Scoop.it
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@gdecugis
Communication back then
“One to Many”
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@gdecugis
Media creation & distribution
Distribution
1000 BC 1200 AD 1848 AD
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@gdecugis
Mass Media. Mass distribution, narrow creation.
1923 1940 1969
Distribution
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@gdecugis
Internet > Mass Media
Mass Distribution
Mass Creation
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@gdecugis
I’m talking to
you!
I’m looking for you!
Information overload
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@gdecugis
Brian SolisAltimeter Group
“Brands must become media to earn relevance”
Attention scarcity transformed content strategies
“Content is king”
Bill GatesMicrosoft
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@gdecugis
A race to great content
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@gdecugis
Where not even the sky is the limit
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@gdecugis
Communication post Web 2.0
All of Us
Opportunity
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@gdecugis
Content Curator ?
Rohit BhargavaInfluencial Marketing Group
“Someone who finds, groups, organizes and shares the best and most relevant content on a specific
issue”
“A Web Super Hero”
Steve RosenbaumCuration Nation
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@gdecugis
Yes but does it work?
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@gdecugis
Who are the new media rock stars?
• Huffington Post: some creation, 3,000 contributors and a lot of curation – acquired for $315M by AOL
• BuzzFeed: “We have a team working to understand why we share things” – 133M monthly uniques, $120M revenue projected for 2014
• Upworthy: curation, editing and… linkbait – 30M monthly uniques
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@gdecugis
Scoop.it today
Weekly Traffic
100M+ 50M+Cumulated
unique visitors in 2 years
Curated content items
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@gdecugis
What’s in it for brands?
Content curation
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@gdecugis
Engage an audience dailyOrange
Engage Facebook & Blog followers.
Curated news channel added to Facebook and inside.orange.com
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@gdecugis
Laser-focus on an audience segment
La Poste
Address e-commerce owners.
Curated news channel integrated within e-commerce section of laposte.fr.
7x traffic growth in 3 months
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@gdecugis
Make it a conversationEDF
Problem: is my own content credible?
Solution: Bring perspective and objectivity by adding curated content to edf.com corporate site.
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@gdecugis
Build a communityUniversity of San Francisco
Make students and faculty contribute to the brand’s message “Change the world from here”.
Curate from the best from #usfca hashtag on Twitter, Instagram, Facebook…
~1,000 contributors in 9 months.
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@gdecugis
The question is no longer if brands should become media
But how?
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@gdecugis
Become Media companies…
… who monetize by selling soft-drinks / [Insert Product Name Here]
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@gdecugis
Be a post Web 2.0 media
All of Us
Your Brand